WE all brandish the term ‘social media’ around, but what does this really mean?

Social media is not actually what we ‘do’ per se, but more the platforms we use to transmit or share information with a broad audience. Everyone has the opportunity to create and distribute; all you need is the internet or a smart phone and you are off.

Social networking on the other hand is the act of engagement on these social media platforms. The difference between social media and social networking is as different as night and day.

You need to think of social networking as the way you engage with your followers, ‘likers’ and connections on social media sites, and build your relationships through community.

Social Media

Social media is a communication channel. It is the format through which you deliver your message. If you think about a newspaper for example, it is a system that disseminates information to others. Just like social media.

Social Networking

This is a completely different kettle of fish.

Social networking is all about communication. It isn’t interruption marketing, but a place where two-way communication is transmitted.

It is more about a gathering of people online who wish to discuss experiences and backgrounds and ‘network’.

It is all about conversations, about creating meaningful relationships and actually building something of value.

Measuring success

Four years ago when I first started in social media, I had to work out how to measure my social networking success. I soon worked out social networking was about being able to see a regular increase in followers, an online buzz about your brand, and a rise in the number of hits to your website. Do you know the number of hits to your website that your Twitter or facebook networking generates?

Google Analytics is the perfect way to measure your success. But remember that social networking is a marathon, not a sprint. It will not happen overnight, and you have to be mindful and respectful of others. Social networking will ensure that your conversations are richer, more purposeful and more personal. Your network will grow and you will get introduced to others.

So next time you sit down to run your social media accounts, think of your online activities as if you have walked into a networking group. Smile, listen, engage, work the room and always ensure you are well dressed. It is all about the image you portray.